It’s the weekend, so time for a more satirical look at the tech world. There is a growing outbreak in the technology world around capitalization. It is now passe for a firm to have just one capitalized letter in its name. Names are being created by combining words and each of the original words get to enjoy capitalization. Looking at the Red Herring 100 finalist list this year, it was a downright epidemic: YouTube, BitTorrent, ContextWeb, ClearFuels, EqualLogic, FatLens, FeedBurner, FilmLoop, JotSpot, HelioVolt,…. I am certain that advertising friends can explain the power of this as well as historically how we got here.
Some companies are getting sneaky and starting with a lower case letter and throwing in the capital letter when you don’t expect it. Thanks to Apple, any name starting with an "i" will do this…iRise, iUpload, iCapitalize (okay, I threw in the last one myself). A couple of companies have taken the model to other parts of the alphabet such as rPath and nTAG. I don’t know of any firms brave enough to capitalize just the last letter.
The last permutation is the bold strategy of using all capitals name. No, these are not your garden variety Acronyms like CIA, FBI or EPA. These are pioneers in the all out technology wars. All caps connote power and presence. SNOCAP, Shawn Fanning’s Digital Music Registry, is an example. I would imagine if your potential partner/enemy is the RIAA (Recording Industry Associaton of America…the music police), you have to trump their acronym with an uber-cap strategy. Having lost his first battle to the RIAA using only one Capital letter (Napster), Shawn obviously did not want to make the mistake again.
The true innovator here are biotech firms like our portfolio company, CyThera. Not to let their IT brethren get the better of them, life science firms are fighting back. One creative use of the capital strategy is another of our firms, RenaMed. It is a renal therapy firm originally called Nephros. However, issues & confusion with the publicly traded Nephros forced a name change. Without the capitalize "M", it would read Renamed (which is exactly what they were doing). Very slick!
I don’t know where all of this innovative naming goes next, but I look forward to seeing new and creative uses of our alphabet.